Kraft Foods Europe – The Wire
Branding and Integrated Campaign
The brief and key insight
UNIQUE PROPERTIES / PROJECT DESCRIPTION:
Kraft Foods Europe marketers and agency partners were stuck in rut, reinventing the wheel when it came to insights, competitive intelligence, creative, campaigns... due to a lack of communication and sharing of ideas or knowledge within the business across the continent.
Brand a “social networking” style internal knowledge sharing platform for KFE's 600+ marketers and create buzz to captivate their imaginations about the upcoming launch.
We developed “The Wire” as the place to connect with new people in new ways.
“Your line to fresh thinking” reminds KFE's marketers to plug in to the latest activity and break down conventional silos. The branding acts as a visual metaphor. It literally connects person A to person B.
For the launch we uncovered a witty and genuine brand insight about KFE's brand marketers... they're a bit obsessive about their jobs! We translated this into a 'brand obsessive' campaign idea to 'tease' then explain the benefits of “The Wire” platform and make light of this unique, shared trait in KFE's brand marketer's DNA. Capturing our audience hook, line and sinker!
OPERATION / FLOW / INTERACTION:
PROJECT DURATION AND LOCATION:
FITS BEST INTO CATEGORY:
Graphics and Visual Communication Design
PRODUCTION / REALIZATION TECHNOLOGY:
SPECIFICATIONS / TECHNICAL PROPERTIES:
Branding, Integrated Campaign
TEAM MEMBERS (2) :
Creative Directors and Designers: Taxi Studio and Project Partners: Proximity (Website development)
Taxi Studio, 2011.